3.Your employees aren't proud brand ambassadors.
"Organizations that have a strongly engaged population of employees on social media, I think those employees are proud of their employer and the work they do," says Kessler. "It sends the message that they genuinely believe their organization helps people, and I think they're proud of that. Employees can be a little skittish, but those that believe their organization is there, doing the right thing, I think those employees are likely to stand up and defend what they do."
At Twitter, the San Francisco headquarters has its own handle, @Twoffice. The account actively ReTweets and shares employees' tweets and highlights from their workdays. From movie screenings to celebrity visitors to new signage and birthday parties, the company culture is out there for the world to see.
Without this social media presence, you leave applicants to wonder: If your company truly has a great employee culture, and people enjoy working there, then why aren't they shouting it from the rooftops?
When employees share positive moments from their work days, companies reap the rewards in a positive and healthy brand message, as authentic as the employees themselves.